新常态下创新与社会责任对中国产品海外形象的影响研究——基于全球108个国家海外消费者的问卷调查

发布时间：2018-02-09 23:59

本文关键词： 产品海外形象创新社会责任产品品质　出处：《中国软科学》2017年02期 　论文类型：期刊论文

【摘要】：中国产品的海外形象究竟如何?新常态下如何提升中国产品的海外形象?国内外至今没有定量的回答。本文通过全球108个国家6701个海外消费者的问卷调查,创建了涵盖主要传导要素的多重中介模型,探索提升中国产品海外形象的传导机制。研究发现:在全球范围内,创新、产品的感知品质与感知的企业社会责任,是中国产品提升海外形象的关键环节和主要优化路径;研究结论显示,传统的产品"价廉多销"的海外形象战略思路需要拓展,市场创新、技术创新与优良品质在提升中国产品海外形象方面同时起着至关重要的核心作用;与此同时,企业国际社会责任是新常态下提升中国产品海外形象战略设计中必须加入的新的关键要素。
[Abstract]:Chinese products overseas image how? How to improve China products overseas image under the new normal? No quantitative answer at home and abroad. This article through the questionnaire survey in 108 countries worldwide 6701 overseas consumers, including the main conduction elements created multiple mediation model, to explore the conduction mechanism and improve the image of the product. China overseas study found: Innovation in the global scope, perceived quality and perceived social responsibility of the enterprise products, is the key link to promote the image of China overseas products and the main optimization path; the conclusion of the study shows that, the traditional ideas of image overseas strategic products "cheap pricing" needs expansion, market innovation, technological innovation and excellent quality at the same time a significant role in improving the image of overseas Chinese products; at the same time, the enterprise social responsibility is to enhance the international Chinese products overseas under the new norm The new key elements must be added to the image strategic design.

【作者单位】：对外经济贸易大学国际商学院;
【基金】：国家自然科学基金重点项目(71332007) 教育部哲学社会科学研究重大课题攻关项目(13JZD017) 教育部哲学社会科学发展报告建设项目(13JBG001)
【分类号】：F279.2;F125

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